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Social Help Centers, or product help communities, are used by some of the world's largest brands to increase revenues. These provide a foundation for Social Customer Relationship Management (SCRM) and help to create new customers, power personalized marketing and sales, extract social intelligence, up-sell/cross-sell, and drive down support costs.So why do you start with your product help? Product help is the #1 place your prospects and current customers are investigating before making a purchasing decision and ramping up their projects. So how does that tie into Social CRM? Social CRM isn't just about integrating with social tools like Facebook and Twitter - it's bigger than that. Social CRM is about tieing in social tools like Facebook and Twitter PLUS understanding user and prospect motivations, behavior, perhaps even adding a co-creation layer (think wiki-like experience), and escalating feedback mechanisms. Think about it - you're giving your users pride of ownership, engaging content, a democratization of information. Now you're starting to build a community. OK great. But we're in the business to make money, right? So what if we applied a CRM layer on top of this community? Ah ha! Now this is how we increase our bottom line.Attend this thought-provoking session and see how multi-billion dollar companies, like Autodesk, HP Palm, and Intuit are leveraging the power of their product and help docs.Presented by Aaron Fulkerson, CEO, Mindtouch, at SugarCon 2011
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Product Help as the foundation for Social CRM
@roebot that’s me on Twitter; pssst…you should follow me.
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Product Help
• Should be as exceptional as marketing materials
• Product help and docs are a part of due diligence
• Two reasons customers return to website
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help 1.0
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help 2.0
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MindTouch makes the world's most respected social knowledge base. We power purpose-built help 2.0 communities that connect companies with their customers.
Millions use our software every day.
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Help 2.0 Bridges Traditional Tools with Social and Analytics
Desktop Authoringand Traditional Support Tools
People and Social Tools
Analytics
Providing a bridge for social/community capabilities and analytics
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The Help 2.0 Revolution Will Be Documented, Socially.
• Buyers expect it• Customers demand it• Lower support costs
o Ticket deflection, call time
• Improve quality of support• Actionable insights
o Customers and users o Help effectivenesso Product, Marketing, Sales
o Personalization
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TWO Reasons 90% of customers visit a vendors’ website
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1. Because they don’t know how to use your product(s)
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• Subtitle for F1 section to start
F12. Become kick butt Experts
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Personalization
• Support
• Marketing
• Sales
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Social KB Article
• Wiki style collaborative authoring
• Moderation and workflows
• Adaptive search
• Just-in-time content and social stats
• Curation Analytics
• Rich media support
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Social KB Article
• A ladder of participation
• Community scoring and feedback
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Machine Translation • Co-authoring
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Social Impacts All Markets
• Reinvigorating tired and even declining markets
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F1
Forums
Support ticketing
Other web properties
Existing community
tools
Contextual In product
help
Social Knowledge base
and
Contextual help
One definitive source—used everywhere
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Code name: F1
• An embed away
• Button (or page fold)
• Stylized hyperlink
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Code name: F1
• Contextual social help
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Code name: F1
• Quora X Digg
• I have a question, or answer
• I know where there is relevant content on this topic
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F1
• Community based• Updated real time• Contextual Help
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Code name: F1
• Content recommendation
• Based on behavior
• Based on social insights
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Badging
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Questing
3 Community Principles
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Ladder of participation Provide a ladder of participation
Ease and encourage participation
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Layer
• Loosely coupled
• Less risk
• Better experience
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Context
• Minimize context switches
• Provide context (to customers, sales, marketing, support)
Product Help as the foundation for Social CRM
@roebot that’s me on Twitter. Pssst…you should follow me.
